While many celebrity beauty ventures falter, Selena Gomez’s Rare Beauty continues to soar.

According to Fortune, the brand is valued at an estimated US$2.7 billion. Its success stems from both viral bestsellers: Soft Pinch Liquid Blush, a global Sephora hit, and Gomez’s authentic advocacy for mental health through the Rare Impact Fund, which aims to raise $100 million over the next decade.

Since its 2020 debut, Rare Beauty has expanded into body care and fragrance, including a customizable eau de parfum collection, while amassing over 13 million followers across Instagram and TikTok.

Despite speculation about a possible sale, Gomez told Fortune’s Most Powerful Women Summit, “I’m not ready. I love what we do and I don’t want it to change.”